The new 2011 consumer campaign, via Red Tettemer + Partners Philadelphia, features a new theme: “California REALTORS. Champions of Home.” It will be seen or heard more than 35 million times from August-October. The effort uses testimonials from consumers to promote the value of working with a REALTOR and raises awareness of the REALTOR brand and reinforce the professionalism of REALTORS who belong to C.A.R.
The multi-platform, testimonial campaign features California homeowners telling their individual stories of buying and selling a home and how their REALTORS helped the process. Their stories focus on everything from short sales to epic tales of paperwork and highlight REALTORS as experienced professionals guiding them toward closing and even becoming a surrogate family member.
The media buy features new television spots, radio traffic read sponsorships, web banners placed on popular websites, and search engine marketing directing consumers to a microsite (www.championsofhome.com).
Television and radio ads will air through 10/23 and online banners will run through 10/31. Thirty and 60-second television spots will air in San Francisco, LA and San Diego, on A&E, HGTV, and Bravo during such programs as “House Hunter,” “Design Star,” and “Sell This House.”
The radio component includes 4,435 traffic read spots that will air between August 15 and October 23 over more than 145 stations. The spots are 10- to 15-seconds long and will consist of Metro Traffic and Clear Channel Traffic Networks across 17 markets.
The local radio schedule:
The TV ads will air in the top cable television markets statewide from 8/15 through 10/23.
Statewide Campaign Highlights:
– Total number of television spots over the 10-week period: 1,050
– 10 total weeks on air from Aug. 15 – Oct. 23
– The C.A.R. message will be seen more than 10 million times on TV
– The television spots will air in the top cable television markets statewide
– C.A.R. will sponsor House Hunters with 500 tagged commercials over the 10 weeks of air time
Cable:
• 1,050 total commercials
• Networks: A&E, HGTV, Bravo
Programs include:
– House Hunters
– Sell This House
– Design Star
– Property Virgins
– Million Dollar Listing
The TV spots:
Online includes expanded display web banners, search engine marketing on real estate-related sites, and online advertising on real estate sites such as Trulia.com and REALTOR.com will be seen through October 31. Additionally, a robust social media plan will provide added visibility on sites such as Facebook, Twitter, and real estate-related blogs.
The tagline, “Champions of Home,” also reinforces the notion that REALTORS are the ultimate guide, explorer, nerve calmer, dream home finder, and paperwork conqueror as they help buyers and sellers close on their dreams.
